ABPBC: Measuring the Success of Your Online Marketing Campaigns

Why You Should Have Paid Attention in MathUnderstanding Online Marketing Numbers and Data Tracking

ABPBC September 26, 2011Twitter @boxcarmarketing

Not everything that counts can be measured.

Albert Einstein

Not everything that can be measured counts.

Monique Trottier@BoxcarMarketing

There are 2 things we like to measure:



Sales



Things that lead to sales

Sales


Sales


What is a Conversion Rate

• Number of visitors who perform a desired action / Number of visitors to a page

• Desired action: buy a product, complete a form, etc.

• If there are 100 visitors to a particular web page and 5 people buy a book, then the conversation rate is 5%

• (5 clicks/100 visits) * 100% = 5%

• Abandonment Rate is calculated in the same way, but it’s the number of people who do not complete a task divided by the total number of visitors

Sales

What are impressions?

• Impressions are the number of times an ad is viewed by visitors

Impressions vs. Pageviews | Unique visitors vs. Visits

1 Unique visitor

2 visits

3 pageviews

Setting Up Goals

• Admin Access

• URL Destination


Setting Up Goals

• Admin Access

• URL Destination


Setting Up Goals

• Admin Access

• URL Destination



SalesMonique Trottier

@BoxcarMarketing

Website Visitors

Twitter Followers

Facebook Fans RTs

Press Mentions

Email Opens

Customer Feedback

Did we make money means what is the ROI?

• Return on Investment

• Did I make more money than I spent?

• Actually a tricky question: (Gross Profit - Marketing Investment) Marketing Investment

• Gross Profit = Gross Revenue - Cost of Goods Sold <OR>Gross Profit = Gross Revenue * Profit Margin (% of revenue that is actually profit)

• Invest $3,000 on marketing campaign and generate $30,000 gross revenue (1,000 copies sold at $30), if profit margin is 10%, then Gross Profit is $30,000 * 10% = $3,000

($3,000 - $3,000) / $3,000 = 0%


Sales

Acquisition

Activation

Retention

Referral



Sales

Acquisition Website Visitors, time on site

Activation

Retention

Referral



Sales


ActivationNumber of pageviews, repeat visits, subscription (email, blog), account sign-up (profile data), Fan/Follower

Retention

Referral



Sales



Retention Email Opens, Click-throughs, Repeat visits

Referral



Sales




ReferralPress Mention, RT,

Refers 1+visitors to the site; Refers 1+ visitors who activate


What is Click Through Rate?

• CTR = Number of clicks on an ad / number of times the ad is shown

• Applies to ads, buttons, banners, etc.

• If banner ad is delivered 100 times (100 impressions) and receives 1 click, then the CTR = 1%

If you don’t know where you’re going, any road will get you there.

Misquote from Alice in Wonderland


A simple Contest

• Reach a new audience or reinforce our connection to an existing audience

A simple Contest

• Reach a new audience or reinforce our connection to an existing audience

Goal Lifecycle Action Reaction Metrics

Reach a new audience

AcquireActivateRetain

ListenIntroduce

ResponseVisit to the site

SubscribeReturn

@ / RT / CommentVisitors

Subscriptions (email/RSS)Fan/Follower

Account sign-upReturn Visits

Reinforce our connection to

existing audience

RetainReferralRevenue

Talk Pitch

Thank

ResponseVisit the site

ActRefer

@ / RT / CommentRepeat visitsEmail opens

CTR / Goal FunnelMentionsReferrals

Referrals who convert

Google Analytics: Annotations






Google Analytics: Title- or Author-Specific Searches

Blogger Outreach Metrics

• Referral Traffic

• Time on site

• Pageviews

• Repeat visits

• Goal Funnel (of the referral traffic)

• # who subscribe

• # who download

• # buy a book

Google Analytics: Audience Segments



A simple campaign to increase Online Sales

• Use Twitter or Facebook to inform prospects about special promotions. • Exclusive, limited-customer/limited time offers.

A simple campaign to increase Online Sales

• Use Twitter or Facebook to inform prospects about special promotions. • Exclusive, limited-customer/limited time offers.

Goal Metrics

Increase monthly sales monthly sales attributable directly to SMM

Increase % value from new customersSegment & Funnel: new customers

attributable directly to campaign

Increase conversions from Twitter traffic

Segment & Funnel: monthly revenue generated from customers from Twitter

Retain X% of new customers Repeat customers from that groupUnsubscribe rates

Cost per Lead > Cost per Conversion

• Cost per Lead = How much do I need to pay in order to get a visitor to my site who will take one of those micro actions that lead to a sale

• Cost per Conversion = What does it cost me to acquire a customer?Total cost of a campaign / Number of Conversions

Social Media Measurements


Social Media Measurements


Platform Ratio of Posts to X Peak ConversionContent

Resonance

Email OpensDay

Time of Day

OpensCTR

Unsubscribes

Twitter RTsDay

Time of Day

RTs@

Recos

Facebook InteractionsDay

Time of Day

LikeShare

Comment


Sales




ReferralPress Mention, RT,

Refers 1+visitors to the site; Refers 1+ visitors who activate


$$$Investment

$$$FinancialImpact


MarketingActions

CustomerReactions

Non-financialImpact

Ask me about this stuff.

• Download this presentation

Monique Trottier@boxcarmarketing

[email protected]

mailto:[email protected]

mailto:[email protected]

Business

ABPBC: Measuring the Success of Your Online Marketing Campaigns